Method - Omnibus

1. 2 weeks of Omnibus research 4000 adults (16+) recruited across GB. In home, interviewer administered, interview Principal shoppers selected General attitudes to organics Organic buying by category established Detailed questions according to category experience Method - Omnibus

2. Claimed buying across categories General attitudes to organic foods Entry points Finding/recognising organic foods Category specific reasons for purchase Country /region or origin and paying a premium Attitude study

3. Claimed buying

4. Eggs the most frequently purchased organic product. Meats (pork, chicken, beef and lamb) the least frequent. Q. B1 How often do you buy Base: All principal shoppers

5. On subsequent charts we have used the following analysis breaks, derived from the matrix of claimed behaviour Each consumer has a score based on category importance (relative size from Superpanel data) and regularity of buying organic in that category. Reviewing scores across all consumers gives us 4 organic groups, with scores as follows 1 – 50 very light 51 – 100 light 101 – 200 medium 201 – 300 heavy Weight of usage

6. How the scoring works…. e.g. Occasional buyer of eggs and packaged goods has score: (8x1) + (29x1) = 37 Q. B1 How often do you buy Base: All principal shoppers

7. Almost half of principal shoppers claim to have never purchased organic products. Q.B1 Weight scores Base: All principal shoppers

8. Packaged goods with highest heavy user base, fruit and vegetables with the lowest. Q. B1 How often do you buy/ Weight scores Base: All organic buyers

9. Heavy buyers are likely to be young and living in the South. Medium buyers are more upmarket Social Class Age 29 Region Q.B1 Weight scores demographics Base: All buyers of organic products

10. Half of all shoppers claim they never buy any organics Organic buyers in all categories see themselves as ‘occasional’ not ‘habitual’ Eggs is the category with most consumer commitment (but may not be purely organic) 4 relatively discrete types of organic purchase which do not necessarily overlap (fruit/veg, eggs, meats, packaged grocery/dairy Claimed buying

11. General attitudes

12. Overall attitudes towards specific organic foods not as strong as knowing where food comes from. % Agree Strongly/Slightly Mean % Disagree 4.4 4.0 4.0 3.9 4.0 3.7 3.7 3.6 3.5 3.4 3.4 3.4 3.3 2.9 3.2 2.6 Q. A1 Statements about food and shopping Base: All principal shoppers

13. The single most important belief is ‘Organic foods taste better’. Based on multi-dimensional analysis

14. Reasons for not buying

15. Main reason for not buying ANY organic category was price. Younger consumers don’t believe organic products taste better. 55% female 26% 16-24 Base=24% of principal shoppers Q. B2 Reasons for not buying organic… Base: All none buyers of ANY organic

16. Most consumers believe that they cook from scratch, and that it is a good thing to know where foods come from and to support local suppliers ‘Better taste’ is the main driver of organic food purchase The 1 in 4 shoppers who don’t buy any organic foods give ‘expense’ as the main reason. Significantly 1 in 4 of the under 24’s don’t think organic foods taste better than non organic General attitudes to organics

17. Entry points

18. Fruits and vegetables the most frequent entry point. Q. B3 Which of these do you try first, second, third Base: All organic shoppers

19. Medium and heavy buyers enter the market in similar ways Q. B3 Which of these do you try first Base: All organic shoppers

20. Fruit and vegetables is the category which most try first Eggs is the second most likely category to be tried first Shoppers who are now medium/heavy buyers of organic foods entered the market in a similar way Entry points

21. Finding / recognising organic foods

22. Clear information on the label is critical to make organic identification easier. 17% AB 29% 65+ 30% DE Q. A2 How do you identify organic products Base: All principal shoppers

23. Heavy users of organic products rely more on the channel to identify the product than the actual labelling, whilst light users rely on the label. 2.5 Channel informs Code number of the organic 2 certification body I buy/would buy from an I look/would look for symbol organic farm or logo or organic certification I buy/would buy in an 1.5 body exclusively organic shop 201-300 Don't know I buy/would buy in health 1 shops 0 0.5 101-200 I buy/would buy at weekly 0 markets -2 -1 0 1 2 3 4 -0.5 I buy/would buy fresh produce I look/would look for organic Label informs on the label -1 I look/would look for the 1-50 natural on the label 51-100 -1.5 -2 Dimension 1 = 84% Dimension 2= 16%

24. ‘Organic’ on the label is of paramount importance 1 in 5 shoppers (more 65+) don’t know how to identify ‘Fresh produce’ and ‘natural’ are also assumed to indicate organic Heavy users are more reliant on shopping in specific channels whereas lighter users rely on product labelling Finding / recognising organics

25. Influences on first purchase

26. Media (Press and TV) are claimed to be key initial influences. More in advertising by AB’s. 33% AB 29% C1 28% AB Q. B4 How did you first find out about organic…. Base: All organic shoppers

27. TV coverage appears to have influenced initial purchase of organic eggs Significant difference, 95% confidence Q. B4 How did you first find out about organic…. Base: All organic shoppers

28. Better taste and safer food are the main general drivers of organic purchasing. Concern about animal welfare has encouraged purchase of organic eggs . Significant difference, 95% confidence Q. B5 Factors influenced decision/ Q. B3 Products tried first Base: All organic shoppers

29. Those who buy most organic foods are not necessarily as concerned about pollution / GM / animal welfare as others who actually buy less. Total 1-50 51-100 101-200 201-300 Believed organic food would taste better 24 20 27 23 23 Concerned about food safety 22 14 22 29 27 Wanted to reduce expose to pesticides 18 9 16 26 22 Organic farming produces better quality food 15 9 16 18 16 I was concerned about pollution 15 7 12 26 15 I was concerned about GM 15 7 16 22 16 Concerned about animal welfare 14 10 12 21 16 Organic food higher in vitamins and minerals 10 5 12 14 10 I had developed understanding or organic approach 9 3 8 18 11 I decided I should buy organic for my children 8 4 7 10 9 Medically advised to eat organic 6 4 5 9 7 I got to know a local organic farmer 5 4 5 6 8 None 11 21 10 2 9 Don't know 10 18 7 5 9 Significant difference, 95% confidence Q. B5 Factors influenced decision Base: All organic shoppers

30. Reasons for deciding to try specific categories influenced by self/others and taste/health dimensions 3 Taste I got to know a local organic farmer 2 Pork, Chicken Organic would taste better Don't know I was concerned about GM 1 Eggs Concerned about animal welfare For me Wanted to reduceexposure to pesticides For others Fruit and vegetables I was concerned about pollution 0 Beef -3 -2 -1 0 1 2 3 4 None Fruit juice Concerned about food safety Dairy products Organic farming producesbetter quality foods -1 I had developed understandingof organic approach For my children Organic food higher invitamins and minerals Packaged foods -2 Medically advised -3 Health Dimension 1 = 41% Dimension 2= 33% -4 Q. B5 Factors influenced decision Base: All organic buyers of category

31. Specifics by category

32. Quality and safety are significantly higher among heavy users H H+ H+ H H Q. C8 Reasons for buying organic fruit j and vegetables Base: All buyers of organic fruit j and vegetables

33. The importance of health increases as the usage level also increases. Animal welfare matters to medium buyers more than heavy buyers H+ H H Q. C2 Reasons for buying eggs Base: All buyers of eggs

34. Quality is a key driver of heavy usage H H H+ H H Q. C1 Reasons for buying dairy products Base: All buyers of diary products

35. Taste and animal welfare matter, again to medium buyers. H H H L H+ Q. C5 Reasons for chicken, pork Base: All buyers of chicken, pork

36. Taste and safety (avoid GM?) clear drivers of bread, pasta and cereal purchasing. H+ H+ H H H Q. C6 Reasons for buying packaged goods Base: All buyers of organic packaged goods

37. Quality and additive avoidance, but not sacrificing taste are the main drivers H+ H+ H+ H H Q. C7 Reasons for buying organic fruit juice and soft drinks Base: All buyers of organic fruit juice and soft drinks

38. As with eggs, importance of farmers care decreased as usage reaches it’s highest level. Overall no clear attitude/behaviour relationship. H H Q. C37 Reasons for buying beef Base: All buyers of beef

39. As with eggs and beef, importance of farmer decrease once the highest usage level is reached. H H H H H Q. C4 Reasons for buying lamb Base: All buyers of lamb

40. Animal welfare dimension but taste/quality and safety are universal 2.5 All organic buyers Fruit juice 2 1.5 The quality is better They taste better 1 I want to avoid GM food 0.5 Fruit & veg Beef Pork, chicken Packaged Lamb 0 Eggs -1.5 -1 -0.5 0 0.5 1 1.5 2 2.5 3 They are safer -0.5 They are more healthy Animals are better cared for by farmer -1 I have to use it for medical reasons -1.5 They are better for the environment -2 Dairy Dimension 1 = 83% Dimension 2= 12% -2.5 Q. C1-8 Reasons for buying… Base: All buyers of organic…

41. Fruit and vegetables – quality and safety backed by taste Eggs – health. Care of chickens of great importance to medium users Dairy – quality. Chicken, bacon, pork – taste. Care of animals of importance to medium users Category specific drivers

42. Bread, pasta, cereals – taste and safety Drinks – taste and quality, plus avoidance of additives Beef – Animal welfare more important for medium users than heavy users Lamb – Animal welfare more important for medium users than heavy users Category specific drivers

43. Country / region of origin and price levels

44. Heavier buyers of organic buy from more outlets Q. I1 Groceries bought from nowadays Base: All buyers of organic products

45. Limited awareness of origin of organic foods. Eggs and dairy assumed UK Q. D1 Where do… come from Base: All principal shoppers

46. UK is preferred, regardless of the organic category, as country of origin Q. D2 Where do prefer to buy … Base: All buyers of organic products

47. More people prefer UK to region. Strong Welsh identity apparent. Purchase likelihood if product from region where live Purchase likelihood if product from UK Q. E1 Label or packaging indicated…produced in UK/locally Base: All buyers of organic products

48. Two thirds claim they are prepared to pay more for locally produced organic products. Purchase likelihood if product from region where live Prepared to pay more More likely Q. E1/2 Would be prepared to pay above the normal price, locally? Base: All buyers of organic products

49. As expected highest purchase likelihood amongst residents of area of origin. If from ‘Cornwall’.. If from ‘the West country’ If from ‘Wales’ Q. E3 Likelihood to purchase if from …. Region? Base: All buyers of organic products

50. In general organic products can only command a 10% premium. How much more? Prepared to pay more? Q. J1 Prepared to pay more for… Base: All buyers of organic category